CORD by Bates Mumbai for Dr. Anoop Gupta

CORD

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Industry Hospitals, Healthcare facilities & Medical Services
Media Design & Branding
Market India
Agency Bates Mumbai
Executive Creative Director Sambit Mohanty
Art Director Divya Bhandari
Copywriter Aastha Gandhi
Released December 2010

Credits & Description

Category: Self Promotion
Advertiser: DR. ANOOP GUPTA
Product/Service: IVF & FERTILITY RESEARCH CENTRE
Agency: BATES 141 INDIA
Date of First Appearance: Dec 3 2010
Entrant Company: BATES 141 INDIA, New Delhi, INDIA
Chief Creative Officer: Sonal Dabral (Bates 141)
National Creative Director: Sagar Mahabaleshwarkar (Bates 141)
Executive Creative Director: Sambit Mohanty (Bates 141)
Copywriter: Aastha Gandhi (Bates 141)
Art Director: Divya Bhandari (Bates 141)
Media placement: Business Card - At the client's clinic and with the client to hand out during seminars/meetings/ - 3 December 2010

Describe the brief from the client
To create a business card for Dr. Gupta’s Delhi IVF & Fertility Research Centre that effectively and simply communicates what the clinic does for its patients.

Describe the challenges and key objectives
Infertility is an extremely sensitive issue for married Indian couples. Often it is the cause of hopelessness, frustration and anxiety. Most of these couples are looking for a ray of light. We wanted to come up with a design that offers hope and helps dispel the darkness of infertility.

Describe how you arrived at the final design
Since we wanted a design that hints at fertility, what better form to take inspiration from but the umbilical cord? Our final design takes a cue from this cord that joins mother and child.

Give some indication of how successful the outcome was in the market
The card was extremely memorable with the patients and was able to communicate the client’s business in an innovative manner. Calls at the clinic poured in, leading to a significant increase in business for the Centre. As for Dr. Gupta, he no longer thinks requests for ‘a couple more business cards’ are strange.